I always thought about SEO as something directly connected to the product, the customer, the achievement of perfection. I would like to convey my approach to the subject, and why not, open a debate to improve the way we see the discipline that we love. We still have much to learn, and only thanks to the contamination between disciplines, the SEO work will continue to grow and to help all the other connected disciplines.

1. SEO & UX
FITTING THEM INTO
THE DESIGN PROCESS
Andrea Pernici
CTO at gt idea
@andreapernici

4. UX WHAT WE KNOW ABOUT IT?

5. UX IS A BUZZWORD

6. THE TERM UX
IS OVERUSED

7. PEOPLE CONFUSE UX
WITH THE TECHOLOGY
USED TO MAKE A WEBSITE

8. UX
WHAT WE DON’T GET
ABOUT IT?

9. USERS EXPERIENCE
OUR BRAND
EVEN OUTSIDE
OUR PROPERTIES

10. NEGATIVE UX
IS NOT NECESSARILY BAD

11. UX CAN BE
APPROPRIATE
EVEN IF NOT
COOL OR WOW

12. UX EXISTS ALSO OUTSIDE
THE DIGITAL SPACE

14. SEO WHAT WE KNOW ABOUT IT?

15. SEO IS DEAD

16. SEO
REPRESENTATION BY ENRICO ALTAVILLA
& IS INEXORABLY GROWING MORE COMPLEX
IS COMPLEX

18. WHAT WE DON’T GET
ABOUT IT?
SEO

19. SEO IS A LOT ABOUT
(DIGITAL/SOFTWARE)
DESIGN

20. SEO IS ABOUT BEING ABLE
TO CHOOSE WHAT IS BETTER
IN EACH SITUATION

21. UX
WHICH IS THE
RELATIONSHIP
BETWEEN THEM?
SEO

22. SEOs ALWAYS
CONSIDERED
UX FUNDAMENTAL
FAR BEFORE THE BUZZ

23. UX DESIGNERS
KNOW THAT
SEARCH IS A CRITICAL PART
OF THE CUSTOMER JOURNEY

24. UX SEO
THE USER EXPERIENCE
HONEYCOMB
Peter Morville
REPRESENTATION THANKS TO

25. UX SEO
THE USER EXPERIENCE
HONEYCOMB
Peter Morville
Representation thanks to
A POSSIBLE UXD METHOD
UX SEO

26. UX SEO
THE USER EXPERIENCE
HONEYCOMB
Peter Morville
Representation thanks to
A POSSIBLE UXD METHOD
UX SEO
SEO
ACTIVITIES RINSE REPEAT

27. 2BIG
WE HAVE ONLY
PROBLEMS HERE

28. 2BIG
WE HAVE ONLY
PROBLEMS HERE

29. PERCEIVED BUDGET EFFORT

30. CUSTOMER COMMITMENT

31. YOU CAN DO GREAT SEO
AND YOU CAN DESIGN
PERFECTLY FINE UX
USING DIFFERENT
APPROACHES
THE GOOD NEWS

32. IT DEPENDS ON WHO YOU ARE
A FREELANCE CONSULTANT
AN AGENCY WORKING FOR CLIENTS
AN IN HOUSE PROFESSIONAL
….
THERE’S NO ONE SIZE
FITS ALL SOLUTION

33. ONEI

34. Formal Definition of Design
http://link.springer.com/chapter/10.1007%2F978-3-540-92966-6_6

35. OUR PARTICULAR
ENVIRONMENT

36. NEED
YOUTHEM
TO REACH
THIS

37. NEED
YOUTHEM
TO REACH
THIS
THINK ABOUT IT
AS A USER WITH
LIMITED
CAPABILITIES

38. YOU NEED TO DESIGN FOR
TO LET HIM HELP YOU WITH

39. requirements, subject to constraints
OUR PARTICULAR ENVIRONMENT
object specification goal

40. requirements, subject to constraints
object specification goal
goooooal
OUR PARTICULAR ENVIRONMENT

41. Formal Definition of Design

42. DESIGN
SEOOFTEN
IS
ABOUT
FIXING
POORLY
DESIGNED
SOFTWARE

44. SEO

48. UNFORGETTABLE
EXPERIENCES
FOR SURE

49. THE DIFFICULT PART
IS TO MAKE THE
CUSTOMER ENJOYS
THEM TWICE.

50. Just an example:

51. Just an example:

52. Just an example:

53. Just an example:

54. Just an example:

55. IS FUNCTIONAL TO
UX
SEOSEARCH ENGINE
SATISFACTION
SEARCH ENGINE
USER SATISFACTION

56. THE COMMON SCENARIO WHEN
YOU EXCLUDE SEO FROM THE REDESIGN PROCESS
ORGANIC TRAFFIC REPORT
THERE WON’T BE ANY GREAT UX/CONTENT/MARKETING THAT WILL SAVE YOU

58. Engineering design is the process of devising a system, component, or
process to meet desired needs. It is a decision-making process (often
iterative), in which the basic science and mathematics and engineering
sciences are applied to convert resources optimally to meet a stated objective.
Among the fundamental elements of the design process are the establishment
of objectives and criteria, synthesis, analysis, construction, testing and
evaluation. The engineering design component of a curriculum must include
most of the following features: development of student creativity, use of open-
ended problems, development and use of modern design theory and
methodology, formulation of design problem statements and specification,
consideration of alternative solutions, feasibility considerations, production
processes, concurrent engineering design, and detailed system description.
Further it is essential to include a variety of realistic constraints, such as
economic factors, safety, reliability, aesthetics, ethics and social impact.
“
ABET DEFINITION OF DESIGN

59. VISUAL
ANALYSIS
CONTENT
DEV
THE SCENTIFIC
METHODE AS AN
ONGOING PROCESS
https://en.wikipedia.org/wiki/Scientific_method
UX
SEO

61. CONTENTDEVANALYSIS VISUAL
SCENARIO 1
recovering ranking loss
UX SEO

63. BEFORE 2012
FROM 2012 TO 2015
from the golden
age of animated gif
between tests,
ranking loss
and the reborn

64. BEFORE 2012
FROM 2012 TO 2015
STARTING THE
CHALLENGE
from the golden
age of animated gif
between tests,
ranking loss
and the reborn

65. BENCHMARKING
understanding the SERP

71. ITERATIVE TWEAKING
understanding the SERP

72. AN INDEX TO HELP THE USER
NAVIGATE DIRECTLY TO THE
INTERNAL RELEVANT SUBSECTION

73. NEW SET OF IMAGES COVERING
RECENT TOPICS AND TRENDS

74. NEW SET OF IMAGES MATCHING THE USER NEEDS
WHY NOT AN EXTERNAL LINK
IF SATISFIES THE USER NEEDS?

75. A BIG IMAGE TO BE AN ANSWER ALSO FOR IMAGE SEARCH

76. A BIG IMAGE TO BE SEXY ON A SOCIAL SHARE ACTION

77. NEW SET OF RELATED CONTENTS MATCHING THE USER NEEDS
DIFFERENT KINDS OF CONTENTS
TO MATCH DIFFERENT KIND OF NEEDS

78. BEFORE 2012
FROM 2012 TO 2015
STARTING THE
CHALLENGE
from the golden
age of animated gif
between tests,
ranking loss
and the reborn
ITERATING IMPROVEMENT

81. SCENARIO 2
big opportunities for
never ranked pages
CONTENTDEVANALYSIS VISUAL
UX SEO

82. SCENARIO 2:

83. SPOTTING OPPORTUNITIES ON ALREADY RELEVANT PAGES (NOT RANKING WELL)
FROM 0 TO 100
EXAMPLES:
HIGHLY SEARCHED
KEYWORD SETS WITH
LOW CTR OR RANKING

84. EXTRACTED FROM WEBARCHIVE – 8 DECEMBER 2014:
https://web.archive.org/web/20141208155039/http://www.giorgiotave.it/immagini-divertenti/

85. BENCHMARKING
understanding the SERP

86. VISUALIZING
COMPETITORS
1
432
5 6 7 8
image grid mixedtematic blog blog post

87. EXTRACTED FROM WEBARCHIVE – 8 DECEMBER 2014:
https://web.archive.org/web/20141208155039/http://www.giorgiotave.it/immagini-divertenti/

88. MICRO INFORMATION ARCHITECTURE

89. GIVE CREDITS (LINK OUT)
BE RELEVANT FOR A BROAD
SET OF SIMILAR TERMS
CREATE YOUR OWN
ORIGINAL SET

90. REAL SEO IS ABOUT BEING RELEVANT, USEFUL, FUNCTIONAL…
NOT TARGETING A SINGLE KEYWORD.
TOTAL CLICKS
TOTAL IMPRESSIONS
AVERAGE CTR
AVERAGE POSITION NUMBER OF QUERIES
GENERATING TRAFFIC

92. Peter Lewis – NY Times

93. SCENARIO 3
create linkable and
shareable assets
CONTENTDEVANALYSIS VISUAL
UX SEO

110. Dieter Rams

111. SCENARIO 4
build trust
be memorable
CONTENTDEVANALYSIS VISUAL
UX SEO

113. DO YOU SEE A PATTERN?
DO YOU SEE A PATTERN?

114. DO YOU SEE A PATTERN?

116. http://seoblog.giorgiotave.it/seo/wordpress
BECOME THE CONNECTION
BETWEEN A NEEDS AND ITS SOLUTION

118. Steve Jobs

119. http://seoblog.giorgiotave.it/seo/wordpress
BECOME THE CONNECTION
BETWEEN A NEEDS AND ITS SOLUTION

120. IS FUNCTIONAL TO
UX
SEOSEARCH ENGINE
SATISFACTION
SEARCH ENGINE
USER SATISFACTION

121. SCENARIO 5
so you want to rank?
CONTENTDEVANALYSIS VISUAL
UX SEO

122. THE COMMON SCENARIO WHEN
YOU EXCLUDE UXD/VISUAL/UI FROM THE PROCESS
THERE WON’T BE ANY TECHNICAL SEO THAT WILL SAVE YOU

127. IS FUNCTIONAL TO
UX
SEOSEARCH ENGINE
SATISFACTION
SEARCH ENGINE
USER SATISFACTION

128. IS FUNCTIONAL TO
UX
SEOSEARCH ENGINE
SATISFACTION
SEARCH ENGINE
USER SATISFACTION

129. …
…
…
…
SUCCESFUL
DIGITAL DESIGN
DEV
CONTENT
UX SEO

130. PUT DEVELOPERS, ANALYSTS, UX DESIGNERS, WEB DESIGNERS,
SEOs, SYSADMINS, COPYWRITERS, INFORMATION ARCHITECTS,
CONTENT STRATEGISTS…ALL IN THE SAME ROOM.
main takeaway: